This three-day master class provides you with the latest scientific knowledge and practical tools in the field of strategic marketing. The Marketing Strategy Master Class will help you create more added value for both your customers and your own organization. How can you make your organization more customer-oriented and prepare it for the (digital) future? How do you calculate customer lifetime value? Take your marketing skills to a higher level and get to work on your own marketing strategy.
Program component contents
Day 1: Marketing strategy fundamentals
Our first day starts with the fundamentals of marketing strategy. We focus mainly on ambition and value. An organization expresses its ambition through the value it aims to achieve for its customers, shareholders, employees, partners and society. How does marketing contribute to this? Additionally, you gain insight into customer needs and competitive behavior. After all, a marketing strategy is only as good as the data on which it’s based.
Day 2: Creating a winning value proposition
Time for a new perspective on value propositions. The second day takes a look at what goes into the creation of distinctive value. How do you arrive at the best value proposition? A winning value proposition and a strong organization are actually two sides of the same coin. Marketing leadership can make all the difference, and on this day, we cover the subject in detail.
Day 3: Management and commercial impact
Our final day makes the important connection between a conceptual marketing mindset and its translation into commercial factors. You learn more about customer value and how this is calculated. You also improve your understanding of what digital marketing involves and its impact on organizations. What does the marketer of the future look like and how can you link your digital (IT) infrastructure and marketing?